Programme Outlines and Overviews

Today’s marketing environment demands creativity to capture attention, build preference, and drive engagement. In this course, you explore how creative marketing communications influence consumer attention, preference, and decision-making across traditional, digital, and social media channels. You develop the ability to translate audience insight into communication strategies that balance originality with commercial relevance, enabling you to design, articulate, and pitch persuasive marketing solutions for real-world contexts. You will go through the full creative process: interpreting a brief, turning insights into ideas, selecting appropriate media (with a strong focus on digital and social media communications), and shaping a coherent communication concept. You are introduced to basic principles of campaign planning and evaluation, including defining objectives, identifying suitable KPIs, and reflecting how effectiveness can be assessed in practice. You also learn to use generative AI tools responsibly to support concept development and execution when appropriate. Throughout the course, workshops and small-group projects require you to respond to real or realistic advertising briefs for different organisations. Observing how different teams interpret the same challenge will strengthen your ability to evaluate creative work, recognise diverse approaches, and justify your own solutions. By the end of the course, you will be able to develop an integrated creative communication proposal, pitch it clearly, and show how your choices, media plan, and basic evaluation logic link back to consumer insights and brand strategy.